Time to talk about your plumbing

Couple weeks ago I attended the Market Marketing Nation Summit and got to revisit how the amazing tribe of demand gen fanatics is going to take over the world. If direct marketers ever felt email took away the creativity of rolling 0ut an amazing dimensional DM pack with a maltese cross insert, I hope they have lost their spirit. What is coming next will require a lot of creativity as well as great strategy and understanding of data.

The argument for the CMO and CEO is simple: You know your customer experience is critical to your success and you believe your marketing is an important part of the brand experience. Since media has fragmented your anthem TV spot doesn’t define your brand experience, it is every e-mail, banner, sponsored Facebook post and website visit. You have to make them relevant or your competitors will and your customers will notice.

And of course you can’t manage that without software so it is time to talk about your plumbing, or the engine that powers the front-line of your brand experience.